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New Twitter Audience Platform Expands Options For Ads Outside Twitter

Promoted Tweets can now be transformed into immersive ad formats including video, native ads, and banners.

Twitter has launched the Twitter Audience Platform — a revised and expanded version of its Twitter Publisher Network — in a bid to continue the expansion of ad options for marketers looking to connect with audiences beyond Twitter.

The new Audience Platform will provide a “simple and effective way” for brands to reach over 700 million people on and off Twitter, the social media giant said on its blog Thursday.

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The most significant advancement of Twitter Audience Platform from its predecessor concerns its creative features. Promoted Tweets can now be transformed into one of Twitter’s immersive ad formats including video, native ads, banners, and interstitials. For example:

  • Tweet engagement campaigns on Twitter can become interstitial and native ads
  • Promoted Video campaigns are turned into in-app video ads
  • App install or re-targeting campaigns become interstitial or banner ads
  • Users can now retweet and favorite directly from a Twitter Audience Platform ad — and customizable call-to-action buttons can help facilitate user action

Put simply, these changes are designed to help Twitter appeal to a broader group of marketers. By combining the branding aspect traditionally associated with social media and native with the direct response nature of features like click-to-call, brands can see a more significant link between Twitter’s ad platform and actual, physical sales — and Twitter hopes this will boost use of the platform, particularly amongst brands with a brick-and-mortar presence. The greater audience reach it’s providing doesn’t hurt either.

Twitter’s senior director of revenue products, Ameet Ranadive, told TechCrunch that the Publisher Network drew a smaller audience with its focus only on app install ads, but the new units are attracting more brand and international advertisers. Brands that have already tested the format — and reported positive results — include Macy’s and Samsung Mobile in the UK.

“Over the last few months, we’ve [already] heard great feedback about how the Twitter Audience Platform has helped our advertisers drive mobile app installs and re-engagements, higher engagement rates, and incredible reach,” Twitter posted on its blog. “Specifically, we saw that brand advertisers who ran campaigns across both Twitter and the Twitter Audience Platform can double their reach and lower CPEs by as much as 30%.”

About The Author
Lauryn Chamberlain Lauryn Chamberlain @laurynchamberla

Lauryn Chamberlain is the Associate Editor of GeoMarketing.com. A New York City based journalist, she specializes in stories related to retail, dining, hospitality, and travel.